Becoming Customer-Centric seems to be the only solution and this requires mentality, skills, method, determination and investment. To achieve this, it is necessary to work on the culture of all the people in the organization, not just those in Marketing or Sales.
But how to do it? For me, the answer macedonia phone number library lies in B2B Marketing. In a new approach to B2B Marketing that can no longer be obsessed with “selling more and now at any price” because its target customer is professional, digitally native and has a world of information to validate miraculous promises.
Today I want to share with you the advantages and how to guide the client of a B2B or industrial SME from a new B2B Marketing approach . The first step will be to CONVINCE the people of the SME itself of its usefulness in order to launch it.
An approach that makes it clear to everyone (not just to marketing and sales people, I insist) that building a relationship over time with and from the client can help them develop their daily work better. In addition to helping them better meet each person's personal and professional goals. But, in what specific things? We will see.
This is the first step of any B2B Marketing Strategy or at least that is how I see it, advising and accompanying many B2B and industrial SMEs to transform their old idea of Marketing and sales with a new approach to B2B Marketing that starts within and works from the B2B Customer Experience.
Contents hide
1. What does a New Approach to B2B Marketing mean?
2. Advantages of a new approach to B2B Marketing in a SME or a B2B or Industrial Middle Market company
3. How to transform the culture (mentality and capabilities) of a SME or Middle Market B2B or Industrial Company from a new B2B Marketing approach?
4. Conclusion.
What does a New Approach to B2B Marketing mean?
If we ask on the street what is the purpose of Marketing? Many people will answer “Sell as much as possible regardless of who is in front of you.” “Sell smoke and exaggerate the value.”
The old (and still popular) idea of Marketing as a tactical instrument (basically advertising) to sell more in the short term, in any way, regardless of tomorrow or the day after, has become a thing of the past in B2B from the point of view of efficiency. It does not work.
In B2B, you have to convince professionals who are saturated with impacts and who have much more information, knowledge and tools to dismantle an “empty” Marketing. Much more is needed to get them to accept you.
This new B2B Marketing that DOES work is Customer-Centric. It starts by listening and adapting to the client's business (and not just the client's, we'll talk about that later) and from there it builds to generate internal profitability and help. Even if this means "losing" today but knowing that tomorrow the benefit will be double for both.
Today, the Client of a SME or Middle Market B2B company has to be loyal and buy repeatedly to be profitable because it is increasingly difficult to attract them and easier to lose them. To do this, the Industrial or B2B Customer Experience that they receive over time and at each point of contact will be essential, beyond the product, price or specific hits.
Marketing and Sales cannot handle this responsibility alone.
